Cadbury Redefines Football Sponsorship to Support Local Communities

Over a year ago, Manchester United walked out to a packed Old Trafford to play Watford on the 23^rd February 2020 and rather than being flanked by the usual United-fanatic boys and girls, the team was greeted by mascots from a different generation. They were all local fans aged between 61 and 87 who were there to raise awareness of loneliness in older people as part of a campaign by Cadbury, Age UK and Manchester United. This match was the start of a year-long programme of activity from Cadbury, bringing to life the brand’s generous ethos by supporting local communities and businesses across the UK through its partnerships with 20 football clubs, large and small.

Since that day in Manchester, Cadbury has positively impacted more than 90,000 individuals, supported 400 local businesses and raised more than £150,000 through the sale of limited-edition chocolate bars and donating assets for charity auctions. This is just the start. Cadbury believes there is a glass and a half of generosity and kindness in everyone and wants to inspire this ‘glass & a half’ spirit in others by playing a part in supporting and bringing together communities through a shared passion for football.

The partnerships have provided support to small business owners during lockdown, fans who have lost jobs in the pandemic and helped celebrate local heroes. Cadbury has donated sponsorship assets – from shirt sponsorship to pitch side hoardings to local businesses, player appearances, signed merchandise and social media posts for fans – to recognise and celebrate local businesses and community heroes.

Read more here and watch a video on the positive impact Cadbury has made through the clubs here.